Кафедри

The article is devoted to the description of new approaches and characteristics of PR-activities in Ukraine and the analysis of existing PR-trends. Based on a survey of experts engaged in different areas of the economy and conducted at the end of 2021, in the comparative framework of different sectors of economy, it was found that many trends publicly discussed by experts as digitalization, social media development, etc. are confirmed, but in some areas, they possess more or less intensity. It concerns the influence and use of social media, leaders of opinions and reputational management. In connection with the trends identified by the survey, more questions were devoted to social media, reputation management, and the features that experts mentioned when working with these areas. Some of the ideas highlighted by experts are not confirmed as trends, among them - changes in the work of the press service. In general, the survey reveals more similar observations and evaluations, showing directions and highlighting interesting cases for Ukrainian professionals. Based on the data obtained it is possible to speak about the transformation of the PR-market in 2021: More creative cooperation in the structure of integrated marketing communications allows using a broader and more structured approach, to get more quantitative and qualitative performance indicators that can be measured and analyzed. In 2022, due to the outbreak of war in the country, all PR spheres have undergone significant changes, and now, gradually, after a forced halt, begin to work and adapt to the current situation. The authors think that at this stage it is important to identify and describe the main challenges and difficulties in PR activities for understanding their significance and intensity on the development of both the PR market and the profession as a whole.

Кафедри

Переглянути

Фільтри

Налаштування

Сортувати за

Результатів на сторінку

Результати пошуку